University
Decoding Data: A Ready Reckoner to Statistical Analysis for Marketing Dissertations
Data analysis can often be daunting, particularly when trying to determine the most appropriate statistical test for your unique set of data.
Tom Chapman
consumer behaviour
The Power of Social Proof: Harnessing Social Influence
Social proof has emerged as a luminous beacon, illuminating the path to consumer hearts and wallets. Its significance lies not merely in its existence, but in its profound impact on the human psyche.
Ethical Marketing
Exposing the Dark Side of Green Marketing: The Truth Behind Greenwashing Tactics
Greenwashing, the deceptive marketing practice of misleading consumers about a company's environmental practices, is gaining attention and causing concern. Recent reports highlight the impact of greenwashing on investor confidence and credibility in an environmentally conscious market.
consumer behaviour
Conspicuous Consumption and Status Signaling: What Your Purchases Say About You
In Fortnum and Mason, two identical apple baskets with different prices spark curiosity. This reveals that customers pay more for experience, brand loyalty, and status symbols. Yet, it raises questions about whether the ‘stuff’ we buy truly brings us happiness.
Higher Education
Managing the Complexities of Internationalisation: Balancing Academia with Tourism and Hospitality #018
From government policies to funding constraints, Brexit uncertainties to global competition, this blog article and podcast examine how British institutions balance academia with their roles as tourism operators and hospitality engines.
MANG6262
MANG6262 - Week 1 An Introduction to Contemporary Marketing Practice #019
In today's rapidly evolving business landscape, the essence of marketing has significantly transformed. It is no longer about merely selling products or services; instead, it encompasses a holistic approach towards understanding consumer needs and creating value propositions that resonate with them.
Cheese
Reflections on a photo #011
In one of my classes last week, I asked students to choose a photo from an earlier blog post I'd written back in June of 22 A Walk in London #007, and from that photo, to write a 200-word blog post as a team. They can write about
Getting Started
Marketing in the 21st Century: A Revolution in the making #012
The 21st century has seen a revolution in how businesses market their products and services. Digital technology has enabled businesses to reach a global market through websites, mobile apps, social media, and email. Digital marketing offers many advantages, such as increased visibility, cost
Getting Started
Education Workflow #009
Boookends to store references, Devon Think for currating files.
MANG6560
Ansoff ’s Matrix #017
The Ansoff Matrix is a strategic planning tool that helps organisations determine their product and market growth strategy. The matrix was developed by Igor Ansoff and is based on four growth strategies: 1. Market Penetration: This strategy involves increasing sales of existing products to existing markets. 2. Market Development: This
For Gen Z: Don't Just Follow Instructions – Engage & Innovate #014
Generation Z, otherwise known as Gen Z, is the generation born between 1995 and 2012, following the Millennials. These individuals have grown up in the world of the Internet, smartphone and social media. As a result, Gen Z is constantly plugged in to the virtual world and are possibly (debatable)
Knowledge and understanding: A Student's Guide. #013
As a student, you need to learn how to 'know your stuff’. In a previous post I talked about some generic soft skills that are incorporated and therefore tested as part of a degree programme. All degree programmes in the UK at least require graduates to demonstrate “Knowledge and